How to plan the budget fairs from real PRO and triple your ROI
Get ready for success in the new year: December is the right time to plan the exhibition budget!
December is the month when companies develop their balance sheets, reflect on the successes of the past year and plan for the future.
While the list of good intentions for the new year is being drawn, let’s not forget a crucial voice: participation in fairs.
For B2B companies, these events represent a golden opportunity to connect with new customers, consolidate existing relationships and showcase their products or services. a well-planned strategy and a smart budget.
In this blogpost, we will guide you through the key steps to plan the budget of fairs as a real professional, ensuring a return on investments that will make your eyes shine when you return to the office.
Summary:
- Costs to be supported before the fair
- Costs to be supported during the fair
- Costs to be supported after the fair
Plan Budget for a B2B Fair: Costs to Sustain Before the Event
Stand and Design: A Successful Veterina
The rent of space is a big piece of cake, but don’t forget the extras like electricity, furniture and lighting. We recommend you dig into the details of the rental contract to avoid bad surprises. A small extra spending for an attractive floor or an innovative lighting system can make a difference, attracting your eyes (and businesses!) to your stand.
The design of the stand is your business card at a fair. Although an attractive design may look like an extra, it is an investment that pays. Elements like bright banners, captivating graphics and a cozy layout can make your stand emerge in the crowd and bring more visitors to stop.
Shipping Logistics not to be ignored
Now it's time to face one of the less glamorous but crucial parts: the logistic costs you will face before the big event.
These expenses include the shipment of samples, the transport of promotional material and the staging of the stand. Don’t forget the details! Logistics is not just about sending goods from point A to point B. Think about the storage costs, customs taxes and duties that might be insinuated into your budget as tax ninja.
Don’t forget the heroes behind the scenes: insurance and security. Yes, they may look like the underdogs on the list, but good coverage and adequate security measures can save the day (and budget) in case of unexpected.
Communication and Marketing: Building Enthusiasm
Before you start the fair, there is a world to do in terms of communication and marketing. Your presence must be felt before you show your amazing stand. Here are some costs to consider:
1. Digital Strategy: Social Media and Content Creation
Be the king of the network! Invest in a solid presence on social media. Develop engaging content that create hype around your participation. Don’t forget the use of targeted and engaging hashtags to increase visibility.
2. Social Selling: LinkedIn as Your Ally
Similarly, do not underestimate the power of social selling on LinkedIn. Investing in a professional who knows how to navigate the world of LinkedIn for you can be a brilliant move. This platform offers a fertile ground for commercial connections, and a well- orchestrated strategy can lead to appointments at unrivalled fair.
3. E-mail Marketing
Emails are like small messengers that you can send directly into the hearts of your potential customers. Invest in a targeted campaign, creating an anticipation for the fair.
4. Printing and Digital
Prepare attractive marketing material. Digital Brochure, brochures, presentations – everything has to shout your brand. Remember, a smart investment in quality material can make the difference between being noticed and going unnoticed.
5. Traditional advertising
Do not forget the power of traditional forms of advertising. Announces in sectoral magazines, sponsored articles and even radio spots can give that classic and distinctive touch to your pre-fabric presence.
Costs during the Fair: An In-depth Analysis
Staff
Your team is like your company's Justice League, but the staff costs during a fair can be a significant part of your budget.
It is essential to find the right balance: you don’t want to overcrow your stand as a rock concert, but having enough hands to manage the influx of visitors is essential.
This will not only reduce transfer costs, but will also bring an authentic perspective and a knowledge of the local market to your team.
Transport and Accommodation:
I don’t know if you understood it, but “Plan ahead” is our mantra.
The flexibility in the dates can lead to more affordable prices, and remember to search for discounts. Airlines often offer special rates for groups or early bookings.
When it comes to accommodation, the golden rule is the close to the fairIn addition to saving valuable time, accommodation nearby can be a significant financial savings. Imagine how much you could save in taxis or public transport! Also, do not underestimate the psychological impact: a well-replaced team is a team that can conquer the world.
Samples and Equipment:
Samples, tastings and gifts are your entrance tickets to the heart of customers, offering an experience that goes beyond the simple distribution of free samples.
When you plan your budget for these items, consider that you are creating a tangible experience for your audience. Samples, for example, are not just free products; they are anticipations of what your brand can offer.
But how can we balance the spell without making our budget disappear?
Set up a realistic budget, considering every detail. Choose wisely where to focus your resources to get the maximum impact.
Don't save on quality, but be strategic. Opta for products that best represent your company and that are practical for your target. Remember, these are not only costs; they are investments in customer relationships.
Food and Drinks:
First of all, consider the food supply linked to your industry. If you are in the food business, a tasting buffet may be your secret weapon to attract hungry visitors. If your focus is technological, you may need a selection of light snacks to keep your guests’ energy high.
A cafeteria can be a valuable resource during intense days, while a touch of elegance could be given by a barman expert in creating personalized cocktails with your brand.
Don't forget to negotiate with local suppliers to get competitive prices. Here's a secret: some might even sponsor some of the food in exchange for visibility.
Remember that the goal is to create a memorable experience without burning your funds.
Post-sale costs: the real boost for your ROI
IP-Tracking Tools for Follow-Up Mirati
If your company has participated in a fair, you have already made a significant step towards new business opportunities. But the effectiveness of your participation does not end with the closure of the stands. It is essential to invest in post-fare tools that allow you to maximize your return on investment. In this context, IP-tracking tools emerge as a fundamental resource to understand who visits your website after the event and to conduct targeted follow-ups.
IP-tracking tools go beyond the basic metrics of the website, it is not only a question of who, but also of what: they provide detailed information on the pages of your website that companies visit and how much time they spend.
This is pure gold: instead of sending a generic message, you can adapt your communication to the specific needs of every potential customer. This not only increases the chances of success but also demonstrates a genuine commitment, improving the company reputation.
Budget for ADS retargeting
While IP-tracking tools provide an overview of visiting companies, retargeting ADS offers a targeted way to present relevant content to them wherever they go online. This not only strengthens your brand in their minds, but pushes them to perform concrete actions, such as returning to your website or completing a desired action, such as a request for quote or enrolling in a newsletter.